BetMGM Partners With Radio Group Audacy, Formerly Entercom

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BetMGM Partners With Radio Group Audacy, Formerly Entercom

Shortly after announcing its official name change on Tuesday, Audacy (formerly Entercom Communications) announced a multiyear agreement with BetMGM, naming the sports betting and gaming platform a preferred sports betting partner.

The deal pairs BetMGM sportsbook with Audacy’s audio market, including sports broadcast stations, the Audacy and Bet QL apps and digital platforms, and the BetQL Audio Network, according to a news release. Entercom Communications announced earlier Tuesday that it is transitioning its brand name to Audacy effective immediately.

The partnership includes integrated content across all of Audacy’s broadcast sports stations, customer acquisition opportunities and talent endorsements across Audacy’s local and national sports betting content, the release said.

The agreement comes after several recent deals made by Audacy in the sports betting space, including one with FanDuel, and the acquisition of sports data and iGaming affiliate platform QL Gaming Group and the launch of the BetQL Audio Network.

“The advent of legalized mobile sports betting has presented an unprecedented opportunity to bring the action closer to the audience than ever before and, as a result, provide our partners with a direct line of sight to tap into an attentive, fully engaged audience of potential sports bettors,” Mike Dee, president of sports for Audacy, said in the release. “We are proud to partner with BetMGM and wish to thank them for their confidence in us as we become one of their largest media partners.

"In light of our BetQL acquisition and related offerings, we believe this commitment is the latest validation that no other media company offers the wide variety of ways to connect with the sports betting audience the way that we do on a multi-platform basis.”

Audacy owns and operates 39 all-sports stations across the U.S., including WFAN 101.9 FM/660 AM (WFAN-FM/AM) in New York, SportsRadio 94WIP (WIP-FM) in Philadelphia and 670 The Score (WSCR-AM) in Chicago. It also serves as the flagship home of 41 professional teams and more than 50 Division I college programs.

“Audacy is a leader in sports radio, digital audio and now the direct-to-consumer betting analytics space,” Matt Prevost, chief revenue officer of BetMGM, said in the release. “In Audacy, we’ve found a long-term strategic partner that shares our goals, enabling us to further amplify BetMGM’s reach to sports fans through the most trusted audio personalities and sports betting data and analytics platform in their respective markets today.”

Earlier Moves Into Sports Betting Content

In October, then-Entercom and FanDuel announced a six-year agreement naming FanDuel as its official sportsbook partner across the company’s sports broadcast stations and RADIO.COM, a digital audio platform.

The partnership delivers FanDuel Sportsbook content, products and risk/trading expertise to sports fans through integration across the sports audio platforms.

Just weeks after the FanDuel deal, the radio company expanded its sports betting reach by acquiring QL Gaming Group, a sports data and iGaming company, and its app, BetQL, for about $32 million.

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Lou Monaco

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